A Heroic Product Launch

When introducing a new product into a crowded market, sometimes the most important challenge is to get noticed. Creative approaches, executed well, can make the difference.

The Challenge: Breakthrough a crowded market to gain visibility for a new product.

Background: Ultrasound is a relatively low cost diagnostic imaging technology and is very reliant upon the operator, typically a Sonographer, to acquire the image. The Sonographer is a key participant in the decision making process, but is often overshadowed by clinicians, so most manufacturers do not direct campaigns toward them. As a relatively low market share player, the company needed to gain traction for Xario, their new ultrasound product with a curious name.

Insight: People want to be heroes in their job.

Strategic Approach: Develop an integrated campaign in which the Sonographer is a hero by using a new ultrasound machine.

The print ad that introduced the successful Xario, superhero campaign

Tactical Implementation:

Introduce Xario as a superhero character through a comic book that contains a series of adventures right out of the daily life of a Sonographer

Roll-out the concept at the industry’s largest trade show through an integrated campaign which included booth graphics, pre-show advertising, direct mail, airport signage, taxi-toppers and taxi-receipts